Database Direct Response Marketing Personal Selling

Transcription

1 11 Chapter Eleven Database Direct Response Marketing Personal Selling 11-1

2 11 Selling Words 1400 Words - Copywriting service Business development specialist Generate prospects Collect information Qualify prospects Makes sales calls Closing Follow up 11-2

3 11 Database Direct Response Marketing Personal Selling Chapter Objectives 1. What role does database marketing, including warehouse, data coding and analysis, and data mining, play in creating and enhancing relationships with customers? 2. How can database-driven marketing communication programs help personalize interactions with customers? 3. How do database-driven marketing programs create sales and build bonds with customers? 4. When should direct response marketing programs be used to supplement other methods of delivering messages and products to consumers? 5. What are the tasks involved in developing successful personal selling programs for consumers and businesses? 6. How should database marketing and personal selling programs be adapted to international settings? 11-3

4 11 Database Direct Response Marketing Personal Selling Chapter Overview Database marketing Building a data warehouse Database coding and analysis Data mining Database-driven marketing Communications Programs Personal selling 11-4

5 Database Marketing Identifying customers Database Building relationships 11-5

6 F I G U R E Tasks in Database Marketing Building a data warehouse Database coding and analysis Data mining Data-driven marketing communications Data-driven marketing programs 11-6

7 Building a Data Warehouse Operational database Customer transactions Follows accounting rules Marketing database Current customer information Former customer information Prospect information 11-7

8 Marketing Data Warehouse Customer names and addresses addresses Record of visits to the firm s Web site Customer history Customer survey results Preferences and profiles Marketing campaign results Appended data Coded data 11-8

9 and Internet Data Cost effective communications Build relationships Cookies Store information Personalize Web site Customize content 11-9

10 Purchase and Communication Histories Detailed customer histories Every interaction with the company Determine future communications Assist marketing team in evaluating Customer s lifetime value Other customer metrics 11-10

11 Customer Information Companies Data research firms Knowledge Base Marketing Donnelly Dialog Claritas Demographic data Psychographic data Online information + offline information Acxiom Datran Media 11-11

12 Geocoding Adding geographic codes Plot on a map Combine with demographic and lifestyle information Identify clusters CACI Coder/Plus 11-12

13 Trade Area Draw Analysis Sample CACI Report for a Proposed Store Site Percentile # of Customers Distance # of Households Penetration Rate 25% , % 50% , % 75% 1, , % 90% 1, , % Based on a customer profile presented to CACI, 50% of the firm s target customers live within 2.32 miles of the proposed retail site. Of the 14,803 customers who live within 2.32 miles, only 985 (or 6.7%) are currently customers of this firm

14 Database Coding and Analysis Personalized communications Marketing campaigns Common forms of coding Lifetime value analysis Customer clusters 11-14

15 Lifetime Value Analysis Represents the profit revenue of a customer throughout the lifetime of the relationship Individual lifetime value Customer segment lifetime value Key figures Revenue and costs Retention rate Visits or purchases per time period 11-15

16 Customer Clusters Group customers into clusters Develop unique marketing programs for each cluster Increase advertising effectiveness 11-16

17 Data Mining Building profiles of customer groups Preparing models that predict future purchase behavior Examples First Horizon profiles best prospects American Eagle price markdowns Staples profiles of best customers 11-17

18 F I G U R E Purposes of Data Coding and Data Mining Develop marketing communications Develop marketing programs For personal sales Qualify prospects Information for sales calls 11-18

19 Database-Driven Marketing Communications Identification codes Customer profile information In-bound telemarketing Trawling 11-19

20 F I G U R E Why the Internet is Important in Customer Communications Low cost Available 24/7 Metric analysis If the message was read Time it was read How much time was spent Customers access to additional information Build a bond with customers 11-20

21 Identification Codes Log-in access to special pages Cookies Customized Web pages Individual offers Specialized communications Communication chain with purchase 11-21

22 Customer Profile Information Customer preferences Customer information Individualize messages Bluefly.com Sends messages about new fashions Personalized responses to inquiries 11-22

23 In-Bound Telemarketing Immediate knowledge of customer Customer data immediately available Personal interaction Customer value and status Recent purchases or interactions Customer preferences and profile 11-23

24 Trawling Search for specific information Some possible uses Home Depot individuals who moved Anniversary of last (special) purchase Individuals who have not made recent purchase Individuals who have made recent purchase Purchase of a specific item then cross-sell 11-24

25 Database-Driven Marketing Programs Permission marketing Frequency programs Customer relationship management 11-25

26 Permission Marketing Backlash to spam, junk mail Consumers give permission Can be offered through Internet Telephone Mail Higher response rates 11-26

27 F I G U R E Steps in Building a Permission Marketing Program Obtain permission. Offer a curriculum over time. Offer incentives to continue the relationship. Increase level of permission. Leverage the permission to benefit both parties

28 Keys to Successful Permission Marketing Ensure recipients have granted permission Make s relevant Customize program by tracking member activity Empowerment Reciprocity 11-28

29 F I G U R E Reasons Consumers Opt into an Permission Program Sweepstakes or chance to win 41% Found site randomly required to access content Already customer 37% 38% 40% Friend recommended 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Percent of Respondents Source: Based on Joseph Gatt, Most Consumers Have Reached Permission Threshold, Direct Marketing (December 2003), pp

30 F I G U R E Reasons Customers Remain Loyal to a Permissions Relationship Interesting content 36% Account status updates 35% Contests and sweepstakes 34% Price bargains 34% Entertaining 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% Percent of Respondents Source: Based on Joseph Gatt, Most Consumers Have Reached Permission Threshold, Direct Marketing (December 2003), pp

31 Frequency Programs Reward loyalty Encourages repeat purchases Airlines and grocery stores 2/3 of consumers belong Average household in 14 programs Actively participate in 6 programs 11-31

32 F I G U R E Benefits of Loyalty Programs Cited By Customers 70% 66% 60% 50% 40% 43% 38% 36% 33% 30% 20% 18% 12% 10% 0% Discounts and savings Better deals and offers Free products Perks and privileges Cash back Recognition and appreciation Individualized attention Source: Adapted from Mark Dolliver, Gauging Customer Loyalty, Adweek, February 16,

33 F I G U R E Frequency Program Goals Maintain or increase sales, margins, or profits Increase loyalty of existing customers Preempt or match a competitor s offer Encourage cross-selling Differentiate the brand Discourage entry of a new brand 11-33

34 Principles Frequency Programs Design the program to enhance the value of the product. Calculate the full cost of the program. Design a program that maximizes the customer s motivation to make the next purchase. Sent letter to 4,000 offering $5 discount on dinner. Average visits increased From 25 to 42 during promotion From 25 to 29 after promotion Card holders visits increased Incremental sales increased $17,100 during promotion $4,700 after promotion 11-34

35 Customer Relationship Management Database technology Customize products Customize communications Many CRM programs failed Built on two primary metrics Lifetime value Share of customer 11-35

36 Customer Relationship Management Steps to Develop 1. Identify the company s customers. 2. Differentiate customers in terms of needs and value. Lifetime value Share of customer 3. Interact with customers. Improve cost efficiency Enhance effectiveness of interaction. 4. Customize goods or services

37 Customer Relationship Management Reasons for Failure Implemented before a solid customer strategy is created. Rolling out a CRM program before changing the organization to match the CRM program. Becoming technology driven rather than customer driven. Customers feel like they are being stalked instead of being wooed

38 Direct Response Marketing Direct Marketing Association Prospecting 60% Customer retention 40% It works! Customers respond Telephone Retail store PURL 11-38

39 F I G U R E Methods of Direct Marketing Direct mail to customers Direct mail to prospects Statement stuffers Catalogs Direct response-promotions Direct response-radio Direct response-tv Direct response-internet Search engine marketing Search engine optimization to customers to prospects Inbound telemarketing Outbound telemarketing 8% 10% 16% 24% 21% 29% 22% 17% 16% 24% 46% 55% 73% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of Companies Using Particular DM Methodology Source: Based on Richard H. Levy, Prospects Look Good, Direct, Vol. 16 (December 1, 2004), pp

40 Direct Mail Most common form of direct marketing Types of lists Response list Compiled list Advantages Target mailings (consumer, B-to-B) Measurable Driver of online sales Disadvantages Clutter Costs Digital direct-to-press 11-40

41 Catalogs Long-term impact Low-pressure sales tactics First stage in buying cycle Database Specialty catalogs Business-to-business 11-41

42 Direct Response Media Television Radio Magazines Newspapers 11-42

43 Internet Direct response to ads Cost-effective Builds relationships Personalization of communication Customization of offer Search engine ads 11-43

44 Direct Sales Consumer direct sales Host parties Amway, Mary Kay, Avon Mark 11-44

45 Telemarketing Inbound telemarketing Cross-selling Outbound telemarketing Cold calling Database Prospects 11-45

46 Personal Selling Face-to-face opportunity Build relationships New customers Current customers Relationship selling Create customer for life 11-46

47 F I G U R E Steps in the Selling Process Generating leads Qualifying prospect Knowledge acquisition Sales presentation Handling objections Sales closing Follow-up 11-47

48 F I G U R E Methods of Generating Sales Leads Referrals Database-generated leads Trawling Analytical techniques Data mining Networking Directories Cold calls 11-48

49 Qualifying Prospects Not all leads are viable Not all leads are equal in value Two dimensions Potential income Probability of acquiring Categorize prospects 11-49

50 Marketing Approaches Prospect Categories Sales Calls A Leads B Leads C Leads D Leads Telemarketing / Marketing materials Monitored for future 11-50

51 F I G U R E Knowledge Acquisition Information Understand the prospect s business. Know and understand the prospect s customers. Identify the prospect s needs. Evaluate risk factors and costs in switching vendors. Identify the decision makers and influencers

52 Sales Presentation Stimulus-response Need-satisfaction Problem-solution Mission-sharing 11-52

53 F I G U R E Handling Objections Head-on method Indirect method Compensation method Feel, Felt, Found 11-53

54 F I G U R E Methods of Closing Sales Direct close Trial close Summarization close Continuous yes close Assumptive close 11-54

55 International Implications Differences in technology Laws and regulations Local customs Infrastructure 11-55

56 Integrated Campaigns in Action 10-56